Do you believe the firm has done of good job of effectively creating brands to fit these roles? Explain.


Discussion Topic 1:

Consider the brands of a company that has a large brand portfolio and identify specific brands that function in three of the four roles that brands may play within that portfolio: high-end prestige brands, low-end entry level brands, cash cows and flankers. Do you believe the firm has done of good job of effectively creating brands to fit these roles? Explain.



Discussion Topic 2:

Describe the product characteristics (i.e., core benefit, basic product, expected product, and augmented product) of two offerings from the list below Choose one Goods-type offering and one Service-type offering.  Please make your choice from offerings that have not yet been addressed by other students (post a placeholder to reserve two offerings while you work on your response):


·         Starbuck’s coffee

·         Apple laptop

·         Tide detergent

·         Nike sneakers

·         Maytag washer

·         Nintendo Wii

·         Microsoft Windows

·         Rolex watch

·         Boeing aircraft

·         Pampers disposable diapers

·         New York Times newspaper

·         Southwest Airlines

·         Marriott hotels

·         Hertz Rent-a-car

·         Merry Maids

·         Plane Fitness work-out gyms

· job-finding service

·         UMUC Graduate School

·         Bank of America Investment services

·         New York Yankees

·         Toyota Automobile Service Centers

·         Hair Cuttery


For each of the two offerings, describe how one or more aspects of their marketing strategy are based on its product characteristics.



Discussion Topic 3:

One element of the tangible product is packaging. Packaging serves a number of functions beyond the mere protection of the product. In fact, with some brands, the package may play a central role in the growth of the brand. Discuss two products, one in which the package plays a significant role and one in which it play a minor role. Discuss the potential role of packaging in innovation.



Discussion Topic 4:

Experts have defined a brand as “a set of differentiating promises that link a product to its customers.”  Applying this framework to your organization,

  • What are your organization’s differentiating factors that set it apart from its competitors or other organizations?
  • How does your organization communicate these factors to customers, employees and other stakeholders?
  • If you were the CEO of your organization, how would you change these communications to make them more effective?
























Week 6 Readings

Week 6 – Branding

Required Readings 

  1. Brand Management. (2015). Research Starters: Business (Online Edition),
  2. Measuring Brand Equity
  3. Prymon, M. (2016). Dynamic aspects of brand management. Economics, Management, and Financial Markets, 11(1), 135-142.Retrieved from
  4. Johar, G. V., Birk, M. M., & Einwiller, S. A. (2010). How to save your brand in the face of crisis. MIT Sloan Management Review, 51(4), 57-64.Retrieved from
  5. Park, C. W., Eisingerich, A. B., & Pol, G. (2014). The power of a good logo. MIT Sloan Management Review, 55(2), 10-12.Retrieved from

Recommended Readings


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